Traditional vs. New Media

Social media has spread to millions of different users and is rapidly changing the ways that corporate communication, advertising and marketing reach their constituent groups. Consumers are waiting for companies to interact with them and use different social media platforms to do so. Before looking directly into the fashion industry, we need to recognize the role social media plays in corporate communication, advertising and marketing as a whole.

The concept of branding includes the association of a company or organization through the use of identity, reputation, and image. Companies have little affect on what their brand image can be, because it comes from the constituent groups. Social media has helped create this brand communication by a feedback loop that allows communication from these constituent groups directly to companies. Corporate communication, advertising, and marketing use the social media platforms to create a positive brand image, reputation, and identity for a company. The companies benefit from using social media for customer responses and brand promotion. Companies can no longer control word of mouth and this puts more emphasis on the importance of social media marketing. The most effective uses of social media are achieved through knowing your audience and using the right social media channels. An effective message through social media needs to use a single voice across channels that gives a clear image of your company. To have an effective social media strategy the company needs to know whom they are trying to reach. This falls along the lines of audience groups, and by using different channels, companies are able to reach a wider audience.

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A graphic of Old Media vs. New Media

Brand’s are at the center of the company, meaning that a company’s Corporate Social Responsibility must also revolve around the key objectives of the company. Corporate communication, advertising, and marketing promote the company’s impact on the external environment. They analyze what the current trends are, what the people are talking about, and then incorporate this into the company. By staying on track with the buzz of there company on social media they are able to keep this conversation going and evaluate their company from what is being said about them. This feedback stage allows them to evaluate themselves on where they want their objectives to be as well as allowing them for growth in the company.

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Social media is becoming a top influencer 

In the end, corporate communication, marketing, and advertising departments want sales to increase and more consumers to buy into a company or organization, all by promoting the value of a company. By implementing a strategic plan for social media and mass communication, the company can have a conversation with their consumers. This allows the consumers to engage on a personal level and allow a better understanding of what a company is all about.

By: Corinne Schmidt

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